What is exactly so bad about Vlc? I know people who wouldn't touch Linux with a 10 foot poll use Vlc. It's a damn good movie/media player, and it's prob second to Firefox in popularity for an open source product.
Actually nothing; when I've used it it's been good. But it's unrealistic (and typical of gnu) to expect iTunes users to abandon iTunes just for a codec; and it's agenda pushing to hide the fact that Ogg have iTunes plugins, and someone else has Media Player
If gnu were truely wanting to push ogg then they'd help people use the format in their existing players; but they'd rather push an agenda than help. And that's pathetic.